Destinasyon Marka Özgünlüğünün ve Destinasyon Markası Benlik Uyumunun Turistlerin Davranışsal Niyeti Üzerindeki Etkisi

Bülent Demirağ; Sinan Çavuşoğlu

doi:10.24010/soid.903791

EN TR

The Effect of Destination Brand Authenticity and Destination Brand Self-Congruence on Tourist’s' Behavioral Intention

Abstract

The research was carried out to examine the relationship between destination brand authenticity, destination brand self-congruence, destination brand engagement, revisit and recommendation intention. The universe of the research consists of tourists who have visited any tourism destination in the last 12 months. The sample size was evaluated on the basis of the data in the 405 questionnaire forms. Smart PLS 3.3 was used to test the proposed structural model. When the results of the path analysis were examined, it was determined that the destination brand authenticity and destination brand self-congruence had a positive effect on destination brand engagement, destination brand engagement had a positive effect on revisit intention, and destination brand authenticity had a positive effect on recommendation intention.

Keywords

Destination brand engagement , Destination brand authenticity , Destination brand self-congruence , Recommendation intention , Revisit intention

Destinasyon Marka Özgünlüğünün ve Destinasyon Markası Benlik Uyumunun Turistlerin Davranışsal Niyeti Üzerindeki Etkisi

Öz

Araştırma, destinasyon marka özgünlüğü, destinasyon markasının öz uyumu, destinasyon marka bağlılığı, tekrar ziyaret etme ve tavsiye etme niyeti arasındaki ilişkinin incelenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini son 12 ayda herhangi bir turizm destinasyonunu ziyaret eden turistler oluşturmaktadır. Örneklem sayısı ise 405 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Önerilen yapısal modeli test etmek için Smart PLS 3.3 kullanılmıştır. Yol analizi sonuçları incelendiğinde destinasyon marka özgünlüğünün ve destinasyon markasının öz uyumunun destinasyon marka bağlılığını, destinasyon marka bağlılığının tekrar ziyaret niyetini, destinasyon marka özgünlüğünün ise tavsiye niyeti üzerinde pozitif etkisi tespit edilmiştir. Destinasyon markasının öz uyumunun tekrar ziyaret ve tavsiye niyetleri üzerinde pozitif etkisi görülmüştür.

Anahtar Kelimeler

Destinasyon marka bağlılığı , Destinasyon marka özgünlüğü , Destinasyon markası-benlik (öz) uyumu , Tavsiye etme niyeti , Tekrar ziyaret etme niyeti

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Details

Primary Language

Turkish

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Bülent Demirağ
0000-0002-8718-1822
Türkiye

Sinan Çavuşoğlu ^*
0000-0001-9365-8677
Türkiye

Publication Date

March 25, 2022

Submission Date

March 26, 2021

Acceptance Date

December 1, 2021

Published in Issue

Year 2022 Volume: 19 Number: 1

DOI

https://doi.org/10.24010/soid.903791

IZ

https://izlik.org/JA52DK35UJ

APA

Demirağ, B., & Çavuşoğlu, S. (2022). Destinasyon Marka Özgünlüğünün ve Destinasyon Markası Benlik Uyumunun Turistlerin Davranışsal Niyeti Üzerindeki Etkisi. Seyahat Ve Otel İşletmeciliği Dergisi, 19(1), 6-23. https://doi.org/10.24010/soid.903791

Seyahat ve Otel İşletmeciliği (Journal of Travel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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The Effect of Destination Brand Authenticity and Destination Brand Self-Congruence on Tourist’s' Behavioral Intention

Abstract

Keywords

Destinasyon Marka Özgünlüğünün ve Destinasyon Markası Benlik Uyumunun Turistlerin Davranışsal Niyeti Üzerindeki Etkisi

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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